70 + 20 + 10 = A complete campaign
A couple of weeks ago, myself and some other SEO’s from Creare decided to go on a little road trip down to see some SEO speakers at Distilled Live, which was a great insight to how other consultants perceive the world of SEO. But contrary to our initial thoughts they did actually come up with some great points for a future proof campaign and how to implement it:
70 % – Safe -This mainly is for your clients. Doing standard SEO work like link building and guest blogging to keep the rankings. Essentially the idea is Google will start putting more authority on user journey and great product presentation. The intention is to have this on effectively a sliding scale on this part, making it smaller and smaller in time.
20 % – Risky – This will be a little more risky for the rankings but great for the users of the site. The general idea for this aspect is to make great content for the site that’s full of tips for using the products/ service being marketed to the client. Also looking into the
idea of doing press releases and brand awareness projects for example product give a ways and sponsoring appropriate events in that sector.
10 % – Future Proof – This would be chancier than the other aspects of this idea. This would be of no ranking use to the site as the current ranking algorithms. The idea behind this is like I said earlier, that Google are going to start rewarding website for absolutely amazing user journeys. Making 360° products pages and videos of how to use that product. This in my opinion would be more suitable for e-commerce sites. Also looking in to info graphics that the user can interact with. A great example that I have seen is having a simple graph with all different types of whiskey on and it advises customers how smoky, delicate, light and rich the whiskey is. This gives client who have no idea what so ever about whiskey a great idea about what the product really is.
All of these ideas are going to be something to watch out for in the future. As I mentioned for now the 70% aspect will be the main part to keep your rankings great, but if the idea of user journey being reward does come true, then some of these ideas will be worth looking into in the future.